Diseño de un modelo de gestión comercial en el sector de la industria agropecuaria de la ciudad de Riobamba, caso práctico APICARE Cía. Ltda., período 2012

Abstract

This following thesisproposesthedesignof a Commercial Management Model inthe Agricultural IndustryAreafromRiobambafor ApicareCo.It is carried out with the purpose of improving its participation inthe urban marketfromRiobambain order to improve its positioning in the market positionand increasesales.Before theproposal, anAgriculturalindustry sector analysisconsisting on: Internal and external analysis of the company, SWOT analysis, surveys for market segmentation which were used to know about the preferences, likes and factors affecting the customers purchase decisionmaking was carried out, this was useful to carry out the strategies. Throughthe application of the proposed strategies, which were based on Marketing Mix it will be possible to enter into new markets, the companies will be known by marketing advertising and support strategies in order to help this area to improve how to negotiate, making the customers fell satisfied with the products and services obtained and thus the companies will be reinforced. In this waycompanies will plan appropriately all the necessary activities which must be carried out, according to the proposed structure, each employee will be able to work in an organized way to achieve the proposed objectives.